ContentsWhat is transactional email?Why should you go for it?What’s the difference between Transactional Email and Email Marketing, then?When should I use one or another?How can you maximise the chances of your transaction email reaching the inbox?What a hassle! Can you help me? Can’t I process my transactional emails through E-goi?Excellent! How does it work?How much […]
Contents
- What is transactional email?
- Why should you go for it?
- What’s the difference between Transactional Email and Email Marketing, then?
- When should I use one or another?
- How can you maximise the chances of your transaction email reaching the inbox?
- What a hassle! Can you help me? Can’t I process my transactional emails through E-goi?
- Excellent! How does it work?
- How much does Slingshot cost?
What is transactional email?
Account registration emails, purchase receipts, password reminders, support tickets, invoices and service alerts are all examples of transactional email and messages. Your newsletter? That’s marketing, and so are your autoresponders.
We told you about email marketing automations before. Basically, if you have a one-on-one product/service and shopping/account-centric, transactional is the name of the game.
Why should you go for it?
If you have an e-commerce store or if your site requires user registration, it’s vital that transactional emails earn the best possible inbox placement – you obviously wouldn’t want your customers to miss, let’s say, their account activation email or purchase confirmation notice.
On top of that, what’s more valuable, than retaining a customer? The cost of acquisition of a new customer always trumps the cost of retaining an existing one. Also, working on the satisfaction of a customer raises your chances of them repeating purchases and talk about your brand in a satisfying way. Transaction email becomes a matter of efficiency, cost-benefit, and branding.
What’s the difference between Transactional Email and Email Marketing, then?
Marketing emails are messages primarily intended to acquire new customers, are often sent in bulk. Although they are still great marketing tools, it is increasingly difficult to capture people’s attention with mass messages. Your customer doesn’t want to be just one more face in the crowd, not always.
That’s when transactional email kicks in – transactional email are personalized, one-on-one messages that make your client feels cherished or secure. Examples are thank-you messages sent after a purchase, an invoice or purchase confirmation, a personalized promotion or advantage.
It is focused on customer retention, purchase repetition and an all-around branding strategy to give you an edge over your competitors. Your brand will communicate with your customers the same way Buzz Lightyear intertwined with Woody – “you have a friend in me”, you’ll be saying.
When should I use one or another?
Listen, transactional and marketing emails should both be part of your strategy. It is not a matter of choosing between them. When trying to raise brand awareness and manage big campaigns, the good ol’ marketing email is the go-to option.
A transactional email, on the other hand, is sent one by one, is a message triggered by a customer’s action, such as a purchase, a support ticket or a password reset request. Transactional emails bring added concerns of security, privacy, and efficiency that you and your company must look at when looking for a platform to send them. They’re invaluable for your business, your running operation, and ultimately for your brand.
How can you maximise the chances of your transaction email reaching the inbox?
First of all, your SMPT server has to be highly optimised. It’s vital to set it up with the correct authentication (SPF, DKIM e DMARC), integrate it correctly with the FBL, define bounce handling and constantly monitor IP reputation. If you would also like delivery reports (e.g. who has opened it, clicked on it, etc.) you will need to apply another series of measures so that the ISPs and anti-phishing programs authorise access for your emails.
What a hassle! Can you help me? Can’t I process my transactional emails through E-goi?
Of course you can! Welcome to Slingshot, E-goi’s little sibling that sends only transactional emails/SMS!
Slingshot was designed to send all your transactional emails and SMSs swiftly, effectively and with detailed reports, always through an optimised SMPT that never weighs down your company’s website or infrastructure.
Excellent! How does it work?
Simply ask your programmers to connect to our SMPT relay (this is very easy for them) or perform a complete integration with our API. Slingshot will then send any email (or SMS) that you transmit and return the corresponding results, including openings, clicks, bounces and deletions, so that you can easily keep track of the effectiveness of your emails.
To activate Slingshot in your E-goi account, simply sign in, go to the ‘Reports’ menu, choose ‘Transactional API’ and activate it. You can then connect to our SMPT!
How much does Slingshot cost?
There are no hardware or software costs! You only pay for the messages you send and you can use it even if you already have a monthly E-goi plan. Just load your account with the number of transactional emails you intend to send.
When they’ve finished, just buy more. The cost of each slingshot email is significantly lower than a normal email. Check out the prices and learn about all of the other advantages of Slingshot!